The literal definition of Internal Marketing is the management philosophy of promoting the company and its policies to employees as if they are the (internal) customers of the firm.

A company must stay responsive to the wishes of its consumers and clients and the needs of the market if it wants to stay competitive. Often a company’s own internal culture can get in the way of a quick response to market demands. Another duty of Acuña Marketing as your external marketing director is to separate the marketing message from the biases of a company’s internal culture.

External marketing has become so practiced and well developed that many companies have found it useful to use some of those practices when dealing internally with their own employees. If a company carefully conveys a message to its employees using internal marketing, it can often change its own corporate culture. The closer an external message aligns with the practices of a company’s employees, the more likely it will be successful as employees, clients and consumers spread news through word of mouth.